Marketing Specialist

Responsibilities

App Growth & User Acquisition

• Own and drive strategies to grow key app metrics including downloads, activation, retention, and repeat usage.
• Plan and execute full-funnel acquisition campaigns across paid, owned, earned, and partner channels.
• Optimise cost per acquisition (CPA), conversion rates, and budget efficiency through continuous channel performance management.
• Develop campaign roadmaps that directly support product adoption and user growth goals.
• Collaborate with product and design teams to enhance onboarding flows and overall user experience.

Lifecycle Marketing & CRM Journeys

• Leverage CRM tools to build personalised customer journeys across onboarding, engagement, reactivation, and retention.
• Execute segmented campaigns via push, email, in-app and other channels to improve loyalty and lifetime value.
• Drive experimentation through A/B testing and user segmentation to continuously improve engagement outcomes.

B2B Demand Generation & Lead Development

• Support B2B pipeline growth by developing and executing digital lead generation campaigns across channels such as LinkedIn, webinars, email, and content marketing.
• Identify, qualify, and nurture potential business leads in collaboration with sales and business development teams.
• Apply demand generation principles, conversion tracking, and reporting processes to improve lead acquisition efficiency.

Partnerships & Strategic Campaign Proposals

• Support high-impact partnership initiatives that drive both consumer adoption and business growth.
• Collaborate with external partners (e.g., merchants, banks, government agencies, platforms) to build co-marketing plans and joint campaigns.
• Contribute to partnership proposals, go-to-market strategies, and campaign execution to deliver shared outcomes.

Market Insights & Performance Analytics

• Conduct market research and competitive analysis to identify growth opportunities across both B2C and B2B segments.
• Monitor KPIs including app acquisition, engagement, retention, ROI, as well as lead volume and lead acquisition cost.
• Translate data insights into actionable campaign improvements and growth strategies.

Leadership

• Mentor and support a high-performing marketing team across growth, CRM, and campaign execution.

Job Requirements

• Bachelor’s degree in Marketing, Business Administration, or a related field.
• Stay up-to-date with industry trends, emerging technologies, and best practices in B2B marketing and app-marketing technology.
• Proven experience in app marketing with a strong track record of driving user acquisition and engagement.
• Strong analytical skills and ability to leverage data to make informed decisions and recommendations.
• Proficiency in performance marketing tools (eg: Google Ads, Facebook business manager) and SEO tools (eg: Semrush. Google Trends) CRM systems.
• Basic SEO knowledge and experience with experience with keyword research, analysis, and optimization will be advantageous.
• Excellent project management and organizational tools with the ability to prioritize tasks.
• Excellent communication and interpersonal skills.